Edinburgh Napier University

  Social tourism initiatives tend to facilitate access to tourism for groups who would otherwise be financially unable to participate in holidays. The tourism products offered in social tourism vary between individual and group holidays, and day trips. This paper presents the findings of an exploratory, qualitative study with social tourism beneficiaries and social support workers, which explores via interviews and focus groups how these different tourism products can be tailored most effectively to the needs to the beneficiaries. The findings of the study highlight the important role of travel inexperience, and associated uncertainty, in travel decisions made by this target group. The findings show that (public sector or charitable) providers of social tourism can offer the most tailored and potentially most cost-effective tourism product to each beneficiary by closely considering previous travel experience and uncertainty levels before departure.